WD-40 is leveraging artificial intelligence across parts of its business to improve efficiency and augment decision-making, CEO and President Steven Brass said on an April 9 earnings call.
As part of that push, the household chemicals company is deploying AI-enabled platforms such as Microsoft Dynamics 365, Salesforce and Atlas, Brass told investors.
"Our goal isn't just personal efficiency; it's rethinking processes across the business," Brass said.
WD-40's Dynamics 365 enterprise resource planning system currently operates in the U.S., Latin America and Asia distributor markets and parts of Canada, Brass said. Collectively, the areas represent about half of the company's global revenue.
The Atlas system, which is a supply chain planning platform by John Galt Solutions, has yet to be rolled out globally, a company spokesperson told Supply Chain Dive in an email.
In line with these technology efforts, WD-40 lists productivity-driving enhanced systems as critical elements within the company's strategic framework, according to a 2025 Securities and Exchange Commission filing. Also, WD-40's future success may increasingly depend on having enough skilled workers in AI, machine learning and other emerging technologies, the document said.
AI is playing an increasingly important role in improving the effectiveness of business processes within CPG companies. For example, Hormel Foods implemented the technology to sharpen demand forecasts and bolster its supply chain, and PepsiCo is using AI in a multi-year remake of its plant and supply chain operations. Unilever is also using it to strengthen inventory management and forecasting capabilities.
